Tesco is hoping that its World Cup plans in London will offer them the same sales boost and recreate the same spirit it experienced during the 2012 Olympics.
The group is hoping that the promotions and exclusive products available during the tournament will increase its appeal to London’s multicultural population, draw commuter trade and lure tourists to their stores.
The plan will include the sale of world beers on key match days to try and represent the teams that are playing. Stores will have more chilled space for cider and beers, so that fans can get a cold drink at any time. Brands like Heineken, Somersby and Carling will be available in plastic bottles, to alleviate security concerns around big screen locations in the city.
The Tesco in London plans are part of a new strategy by the group to become more flexible and break away from only running national marketing campaigns in all its stores. The group’s MD said London’s multicultural population means that every team will be represented in the city. Tesco has put huge amounts of work into ensuring that all customers, regardless of the team they support, obtaining the best offers and widest range during the World Cup.
4 JUNE 2014, United Kingdom
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